5 Big Ecommerce Mistakes (and how to Avoid)
There’s nothing quite like the thrill of building a new business. The first few months of starting your business are a whirlwind of excitement, with ideas constantly buzzing around in your mind, keeping you energised and focussed.
All the while, it can feel a little overwhelming. If you’re on a low budget (which most are) to start with then you really don’t want to be making any costly mistakes, as this can drain already limited funds & kill momentum.
Luckily for you, I've made a lot of these mistakes already. The good news? These errors are totally avoidable.
In this post, I’m breaking down the five biggest mistakes new ecommerce businesses make, so you can be mindful & hopefully side step them on your journey.
The Big Five Mistakes
1. Skipping Market Analysis
A staggering 90% of ecommerce startups fail within the first 120 days, according to recent studies.
One major reason? Lack of demand for the product.
It sounds simple, but so many entrepreneurs fall in love with their idea and skip the all-important step of asking, “Will anyone actually buy this?”
Why it happens:
It’s easy to assume that if you like something, others will too. But ecommerce isn’t a build-it-and-they-will-come scenario. Without solid market research, you’re essentially throwing darts in the dark.
How to avoid it:
If you don’t have your own data (which is likely in the beginning), look at what’s already working for others.
- Identify key competitors in your niche by searching for similar products on Google, Amazon, or social media.
- Use tools like Similarweb, Ahrefs, or SEMrush to analyse their traffic, keywords, and audience demographics.
- Look at their reviews and FAQs – what are customers loving (or complaining about)? This can also reveal gaps in the market.
- Run test ads. Set up a small campaign on Facebook or Instagram to see if there’s interest in the product before fully committing. You could also test consumer appetite for the product by collecting pre-launch email data via a landing page offering exclusive access to your product on launch day.
- Use Google Trends. Are people searching for products like yours? If search volumes are low, it might be time to tweak your idea.
👉 Pro Tip: Pre-orders are a great way to validate demand without stocking up on inventory upfront.
When testing apparel ideas, a print on demand (POD) service like Printful can be a super cost effective way to judge whether there’s interest in your product. You can Printful directly to Shopify or a marketplace like Etsy.
These POD companies will then print, pack & ship your orders without you having to order minimum qty or hold & ship any stock yourself. There’s obviously a premium to pay & your margin won’t be quite as appealing but it’s a very low risk strategy to test the market.
2. A Clunky & Complicated Website
Your website is your virtual storefront. If it’s slow, confusing, or cluttered, visitors will bounce.
A whopping 88% of online consumers are less likely to return to a site after a bad experience – that’s not a risk worth taking.
Why it happens:
It’s easy to get caught up in design trends or try to cram in every feature under the sun. But simplicity wins every time in ecommerce.
How to avoid it:
- Stick to a clean design. Think of brands like Apple or Gymshark – their websites are sleek, simple, and easy to navigate.
- Prioritise speed. According to Google, 53% of users abandon a site if it takes more than 3 seconds to load. Compress images, use caching tools, and choose a reliable ecommerce platform like Shopify.
- Make it mobile-friendly. More than 60% of online shopping happens on mobile (even 80% in the beauty business I run) – don’t lose sales because your site doesn’t look right on a phone.
- Clear CTAs (Call to Actions). Don’t make visitors guess what to do next. A big, bold “Buy Now” button can work wonders.
👉 Pro Tip: If you’re not sure how your site is performing, use Google’s PageSpeed Insights to check for issues: https://pagespeed.web.dev/
3. Ignoring Marketing (or Waiting Too Long to Start)
Here’s a fun fact – there are now over 26 million ecommerce sites worldwide. That’s a lot of competition. If you’re not marketing from day one, you’ll struggle to stand out.
Why it happens:
Some founders think a good product will sell itself. Others feel overwhelmed by the sheer number of marketing channels (email, social, SEO – where do you even start?).
How to avoid it:
- Start small. You don’t need to be on every platform. Pick one or two (Instagram and Facebook are great for beginners) and focus your energy there.
- Content is king. Start blogging or creating short-form videos around your niche. It’s a great way to drive traffic organically over time.
- Leverage paid ads. Even a small budget (£10-£20/day) on Facebook or Google can drive early traffic.
- Email marketing = gold. For every £1 spent on email marketing, the average return is £42. Start building your list early with landing pages, pop-ups or lead magnets (more on this in another article).
👉 Pro Tip: Don’t overlook building your email list. It’s the single most valuable thing a business can have!
4. Poor Product Photos, Video’s & Descriptions
Online shoppers can’t touch, feel, or try your products, so your photos, videos and descriptions need to do the heavy lifting. 75% of shoppers rely on product images to decide on a purchase – bad photos = bad sales.
Why it happens:
Product photography can feel expensive or time-consuming. Some business owners think basic phone pics will do the job.
How to avoid it:
- Invest in high-quality images. You don’t need a pro photographer (although if you have the budget i would recommend) – a ring light or lightbox and a decent phone camera can work wonders.
- Show products in use. Lifestyle shots help shoppers imagine the product in their lives.
- Write engaging descriptions. Highlight the benefits, not just the features. Use sensory words and tell a story about the product. AI tools can help with this if you get stuck.
- Include video. Conversion rates can increase by 80% when product pages include videos.
👉 Pro Tip: Use customer-generated content – real people using your product is incredibly powerful.
5. Fumbling Fulfillment and Logistics
Nothing kills the ecommerce vibe faster than delayed shipping or stock issues. 69% of consumers say they are less likely to shop with a retailer again if their order is late.
Why it happens:
Many new businesses underestimate how tricky logistics can get, especially during busy periods..
How to avoid it:
- Partner with a solid fulfillment provider. Companies like ShipBob or Printful handle shipping, so you don’t have to.
- Use inventory management tools. Shopify, for example, has built-in inventory tracking to prevent overselling.
- Be transparent about shipping times. If it’s going to take two weeks, let customers know upfront.
- Offer multiple shipping options. Some customers want speed, others want savings – give them choices.
👉 Pro Tip: Ensure your returns process is simple & streamlined. Hassle-free returns drive repeat business. In fact, 92% of customers say they’d buy again if returns are easy.
Implement simple return labels and automate return requests through your site. Services like Loop Returns or Aftership make the process seamless.
Final Thoughts
Remember, starting a business is a journey. You don’t have to get everything perfect at the start, but avoiding these pitfalls can save you a lot of headaches (and money).
If you have any questions or want to dive deeper into your ecommerce strategy, please reach out to me at The Launch Lab – I’d love to help you get started!